导　　师： 黄文彦

学科专业： 1251

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 电子元器件及相关产业不仅是核心基础产业的重要组成部分，也是产业转型与升级的推动力。以电子元器件产业为基础的信息产业的发展推动了电子商务的繁荣，发展电子商务成为这个时代各个公司拓展新市场、维持原有市场份额的重要手段。对于电子元器件分销商而言，行业内的竞争已经达到白热化的程度，通过电子商务手段去拓展业务、获取销售，已经成为生存与发展的关键。 本文以全球知名的电子元器件分销商SO公司为研究对象，通过案例研究法对公司现行的电子商务策略进行内部、外部以及电子商务配套辅助策略的分析与研究，并在此基础上结合利用访谈法找出整个策略中存在的内外资源整合不够、电子商务网络平台作用不理想、配套辅助策略作用不明显、知名度营销存在行业差距的问题，并最终对存在的问题与缺陷提出优化与改进建议。 针对SO公司电子商务策略存在的问题，最终提出内整、外联、行业名片的电子商务发展模式建议，内部从人力与物力两方面加以整合，包括组织机构与内部系统、门户平台（包括移动门户）、知名度营销优化，外部联合新型元器件平台扩大品牌影响力，并通过打造行业名片使公司跳出同质化竞争的电子商务发展模式。并希望，最终能对与SO公司类似的电子元器件分销商在中国市场的电子商务发展提供参考意义。 The development of information industry that based on the electronic componentsindustry promoted the prosperity of the electronic commerce，development of electroniccommerce is an important means of the company to expand new markets and maintainingthe original market share in this era. For the electronic components distributor， thecompetition has fierced in the distributors industry，by means of e-commerce to expand theirbusiness, to get sales, have become the key to survival and development. In this paper the E-commerce strategy of SO company of the global famous electroniccomponents distributor as the research object, through a case study approach to thecompany's existing e-commerce strategies for internal, external, and e-commerce supportingpolicy analysis and research.And on the basis of interview method to find the combination ofinternal and external resources that exist in the entire policy integration, portal platformfeatures are not in place, supporting enough policy, forced scattered problems and gap inbrand recognition, ultimately on the optimization of existing problems and gaps forimprovement and suggestions. Aimed at the problem on the E-commerce strategy of SO company,finalrecommendations the model of e-commerce development through internal integration andexternal Joint and Industry business cards for SO company, internal integration from twoaspects of manpower and material resources, including organization and internal systems andPortal Platform/(including mobile portal/), external joint new components platform to expandbrand influence, tripping out homogenization competition through creating Industry businesscards. We hope it is useful and provides references to similar electronic componentdistributors as SO company in the china market.

关 键 词： 分销商 公司 电子元器件 电子商务

分 类 号： [F416.6 F713.36]

领　　域： [经济管理] [经济管理]